Not long ago, the keto diet was everywhere. Bacon, cheese, butter in coffee—people swore by it for fast weight loss and energy hacks. Instagram made it look glamorous, and podcasts turned it into gospel. But Gen Z? They’re not buying in the same way. For them, keto feels dated. The new star of their health playbook is something far calmer: matcha.
Keto’s Slip in Popularity
Keto worked for quick results, but it was never easy to stick with. Cutting out bread, pasta, and fruit felt like punishment for most people. Doctors also started warning about long-term risks—extra strain on the heart and kidneys, plus cholesterol spikes for some.
Gen Z grew up watching diets crash and burn. They don’t want rules that feel like restrictions. Wellness, to them, is about balance, not extremes.
Matcha Fits the Mood
Matcha is almost the opposite of keto. It’s not about what you can’t eat—it’s about what you add in. A bright green latte, smooth and earthy, looks good on TikTok and comes with a health halo. It has antioxidants, steady caffeine that doesn’t spike like coffee, and a sense of ritual.
Making matcha is simple: whisk, sip, breathe. That matters to a generation that pairs health with self-care. It’s not just about fueling the body—it’s about feeling grounded in the middle of chaotic days.
A Shift in What Health Means
This isn’t just swapping one trend for another. It’s a bigger shift in mindset. Keto was about control, fast results, and pushing the body hard. Matcha represents ease, routine, and consistency. It’s cheaper than almond-flour pancakes and easier to keep up long term.
Gen Z doesn’t want crash diets. They want daily practices they can sustain—something they can carry from dorm life to adulthood.
The Takeaway
The health world always has trends. Juicing, paleo, keto—they rise, they fall. But the move from keto to matcha says something more: Gen Z wants wellness that feels natural, not forced.
So while keto may fade into diet history, matcha is more than a fad. It’s a ritual that captures what health now means for a new generation: simple, steady, and sustainable.
